Glossary

Account/Parent Creative — A creative stored in the creatives library; editing a parent creative affects all subsequent “child” creatives being utilized in any campaign.

Ad Campaign / Campaign — A set of advertisements that typically revolve around a singular idea.

Ad Type — The size or format of an ad that will be displayed.

Ad Zone — Regions on a webpage that display ads.

Banner — A rectangular graphic display that stretches across the top, bottom, or sides of a webpage.

Batch/Bulk Edit — Group editing, typically for similar items.

Bid — (in CPM) The amount of money an advertiser is willing to pay on an advertisement.

Blacklist — A list where an advertiser wants to exclude their ads.

Campaign ID# — Identifying number assigned to an ad campaign.

Carrier — Mobile service provider that offers cellular connectivity.

Clicks — A metric that counts the number of times visitors have clicked on an advertisement.

CPM — Cost per thousand impressions.

Creative — An uploaded banner or video intended to occupy an ad zone.

Creatives Library — Where all uploaded creatives are stored.

Creative ID# — Identifying number assigned to a creative.

CTR — Click-through rate.

Daily Budget or Daily Cap — A daily limit of funds for a campaign, which resets each day.

Day Parting / Scheduling — Targeting specific hours/days to run a campaign.

Frequency Capping — A limit on the number of impressions per visitor in a given time period.

Global Budget — An overseeing daily budget for all campaigns, which resets each day.

Impression — A single view of an advertisement by a visitor.

Labels — Used to group types of campaigns together for organizational benefit.

Lander / Landing Link — A web page that a visitor "lands" on after clicking on an ad.

Macros — Special strings that allow a user to perform certain functions.

Native Ad — Provides the publisher with more information to better display creatives as part of their website layout and content; they can selectively choose to display the title and/or brand.

Placements — Where an ad will appear on a webpage, specified by building a whitelist or blacklist.

RTB Platform — “Real-Time Bidding” platform that involves buying and selling digital ads in real time.

Scheduling — Specific hours/days when a campaign will receive traffic.

Spend — Funds spent through a campaign.

Targeting — Exposure to a more specific audience.

UTC — Coordinated Universal Time (UTC), the timezone the system operates in and reports data.

VAST Tag Link — A script that allows ad servers to communicate with video players.

Visitor / Unique Visitor — An individual who views a webpage or mobile site.

Weight — How often a creative will be in rotation or how much traffic is routed to a creative.

Whitelist — A list where an advertiser wants their ad campaign to exclusively run.